As children return to school after the long summer break, September also marks a new season for one of Britain’s most innovative orchestras.
But instead of crisp new uniforms and rucksacks, the BBC Philharmonic has a fresh new campaign as it kicks off 2019/20, crafted by Manchester’s Modern Designers and featuring a new commission from Polish collage artist, Aleksandra Morawiak.
The four collages will appear as part of the season advertising and marketing campaign across print, outdoor and digital advertising. Each collage can be broken apart and appear in different iterations, while one has been animated (by local animation hero James Huson), with various edits for social channels.
“This flexibility was integral to the commission,” explains Susie Stubbs, the managing director at Modern Designers. “The BBC Philharmonic’s season runs for nine months, with its associated advertising/marketing campaign running for twelve. Its audience is changing, becoming more visually sophisticated and time-poor. A static, unchanging campaign would quickly feel stale; Aleksandra’s collages can instead be reinvented, edited and animated.”
She adds: “Creatively, the collages reflect the tension between urban life and the natural world, and the layered, complex and often creatively rich lives that the orchestra’s audiences lead. The collages’ use of fragmented but familiar images, their rich colour and their overall composition are immediately and emotionally engaging but also stand deeper interpretation – much like the work of the BBC Philharmonic, an orchestra that performs globally and innovates continually.”
This is the third year running that the Manchester agency has created season campaigns for the BBC Philharmonic. It rebranded the orchestra in 2016 and subsequently introduced season campaigns that feature new work from internationally recognised creatives, such as Aaron Tilley.
The BBC Philharmonic’s 2019/20 season begins on 21 September at Manchester’s Bridgewater Hall and features world and UK premieres, new commissions, new technology and the arrival of a new Chief Conductor, Omer Meir Wellber. Every Bridgewater Hall concert is broadcast on BBC Radio 3 and available online via BBC Sounds.